In response to an online YouGov poll, commissioned by The Climate Group, 25% of 16-24 year olds said they thought that peas were in season all year round. This compared with just 4% of those aged 55 or over. Around 20% of young people also thought sweetcorn was in season all year round.
“Many of us have grown up with fresh fruit and vegetables continually available all year round with no knowledge or connection with what is in season when,” said director general of The National Trust, Dame Fiona Reynolds.
The research was carried out prior to the launch, this week, of the second phase of The Climate Group’s campaign to encourage people to ‘eat seasonably’. Sainsbury's, Waitrose, Tesco and M&S will all be supporting the initiative.